Carrot Fertility wanted to capture and share the real, complex emotion attached to their members’ fertility journey with the organization via advertising photography and videography.
Process
For this shoot, I worked with a videographer and camera crew. We found the best way to portray our subjects was in the comfort of their homes. We crammed into tight spaces in New York City, using creative problem-solving to make overcast days look sunny.
Challenges
Fertility journeys are not discussed. Together, we needed to gain the trust of subjects and build a safe space for them to share., To help subjects feel comfortable while still capturing the vulnerability that accompanies this journey, I narrowed the footprint of the crew and relied on careful timing. When the moment was right, the videographer and I would pull the subject aside for a quiet moment alone to shoot them.
My own empathy for the challenges of fertility bridged my connection with them, whether they were holding the tiniest new pair of socks awaiting their baby’s arrival, or hugging their dog for comfort. We were able to confidently elevate the narrative and demonstrate the real challenges and emotions members feel through still and motion images.
Results
Ultimately, the client was thrilled with the results. We received high praise for our cohesive working style. Perhaps most meaningfully, the subjects appreciated how quickly we were able to get the perfect shot.
